Respond to two or more of your colleagues

Guillermo

Why would a happy customer switch brands when it is time to replace an old appliance? The practitioner-academic topic or interest is understanding how product performance and post-sale service contribute to a B2B customer’s decision to re-purchase the product (loyalty), specifically for durable products purchased infrequently. As recommended by Dr. Taylor (Laureate, 2016b), the selected approach is to view loyalty as a process that can be automated to maximize loyalty. Service profit chain (SPC) theory as a conceptual framework of constructs to guide the study. The focus is on the effects of service quality on customer satisfaction and loyalty. Building the model requires an analysis of service quality theory as a baseline. Loyalty and customer relationship management (CRM) theories will ensure alignment between satisfaction variables and their effects on loyalty.

Service profit chain (SPC) theory uses inductive reasoning to propose that when a customer is happy with the service received, they will be satisfied with the brand and continue purchasing more products at higher prices (Hogreve et al. (2017). Testing service through a B2B lens requires an understanding of the SERVQUAL and SERVPERF theoretical frameworks to assess if customer expectations are a better way to drive loyalty (Cronin, & Taylor, 1994). For example, customers may remain loyal when service delivery is consistent,  but they may decide to switch brands if the supplier does not meet specific expectations. The service theory will be augmented with customer loyalty theory to include, product quality, trust, relationship and switching cost to predict loyalty (Mittal et al., 2017). The goal is to understand the role of intangibles that contribute to loyalty. Lastly CRM system theory will guide how to monitor all variable of customer loyalty for successful customer retention strategy implementation (Simmons,2015). How can firms use CRM to drive loyalty for very long periods? 

References

Cronin, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. The Journal of marketing, 58, 125-131. doi:10.2307/1252256 

Hogreve, J., Iseke, A., Derfuss, K., & Eller, T. (2017). The service-profit chain: A meta-analytic test of a comprehensive theoretical framework. Journal of Marketing, 81(3), 41-61. doi:10.1509/jm.15.0395

Laureate Education (Producer). (2016b). Theoretical/conceptual framework [Video file]. Baltimore, MD: Author.

Mittal, V., Han, K., Lee, J., Im, B., & Sridhar, S. (2017). Attribute-level satisfaction, overall customer satisfaction, and performance outcomes in business-to-business firms Manuscript Submitted for Publication.

Saunders, M. N. K., Lewis, P., & Thornhill, A. (2015). Research methods for business students (7th ed.). Essex, England: Pearson Education Limited.

Simmons, R. L. (2015). The relationship between customer relationship management usage, customer satisfaction, and revenue. [DPS Doctoral], Walden University, Available from ProQuest (3722460)

Michael

 A theoretical framework is the interrelated set of constructs, variables, hypotheses, or propositions that explain a phenomenon in a quantitative way (Walden University, n.d.). As a scholarly writer, we must learn to succinctly write and explain our point of view in an educated fashion. Some writers use a quantitative method, some use a qualitative, and some use both. This week’s discussion covers my doctoral study’s theoretical framework with analysis on deductive and inductive reasoning. It then explains how this framework applies to my specific study.

Doctoral Study Theoretical Framework 

             For now, I will research using a quantitative approach because of the amount of data presently available. The Bureau of Labor Statistics and the Society for Human Resource Management contain a myriad of current information related to employee benefits. Additionally, I plan to incorporate Fredrick Herzberg’s two-factor theory. The theory defines the inner force, which drives individuals to achieve personal as well as organizational goals using motivators as factors of a job, which cause satisfaction while hygiene factors are the aspects of a job, which may cause dissatisfaction if not appropriately managed (Khanna, 2017). I will also use deductive reasoning in my study because it explains causal relationships between concepts and variables whereas inductive is likely concerned with the context of the phenomena (Saunders, Lewis, & Thornhill, 2015). The quantitative method aligns with the deductive approach because quantitative research examines relationships between variables (Saunders et al., 2015).

 Framework and My Doctoral Study

            My doctoral study analyzes how elements such as employee benefits influence job satisfaction and productivity. I hypothesize that providing employee benefits such as health insurance maintains job satisfaction, which stabilizes morale and may lead to higher productivity. Conversely, I propose that not providing fringe benefits decreases morale and increases job turnover rates. Khanna (2017) stated that in the Herzberg two-factor theory motivators influence job satisfaction while hygiene factors affect job dissatisfaction. If we view opportunities for growth as a motivator and job benefits as hygienic, then it is easy to see how they influence workers. In theory, the opposite of job dissatisfaction does not equate to satisfaction, but it shows that there is no dissatisfaction and the opposite of job satisfaction does not mean to be job dissatisfaction instead it indicates that there is no satisfaction (Khanna, 2017).  

Summary

 This discussion explained the background of my doctoral study’s theoretical framework with a brief look at deductive and inductive reasoning. It then examined how the framework applies to my study. Theoretically, an employer is concerned about both job satisfaction and dissatisfaction. When the employer engages the employee with motivators and hygienic factors, they may see changes in morale and productivity.

References

 Khanna, V. (2017). Measuring job satisfaction of academicians using Herzberg Theory. Delhi Business Review, 18(2), 75–86. Retrieved from http://www.ijstm.com/images/short_pdf/1490359201_P280-291.pdf

 Saunders, M. N. K., Lewis, P., & Thornhill, A. (2015). Research methods for business students (7th ed.). Essex, England: Pearson Education Limited.

 Walden University. (n.d.).  Theoretical/Conceptual Framework [PDF] Retrieved from https://class.waldenu.edu/bbcswebdav/institution/USW1/201940_02/DR_DDBA/DDBA_8300/artifacts/USW1_DDBA_8300_week03_theoryConceptualFramework.pdf